Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Sonneti becomes SC51 to entice younger men

Men’s young fashion brand Sonneti has rebranded as SC51 for spring 10 and reshaped its collection to appeal to a younger audience.

The range has been designed as an alternative to premium, preppy young fashion ranges from retailers such as Abercrombie & Fitch, Jack Wills and Hollister. The name SC51 comes from a 22-year-old denim line in the Sonetti archives.

Brand director Darren Poulter said: “Sonneti needed revitalising and the product and distribution needed refocusing. I identified a gap for a commercially priced wholesale brand that would allow retailers to compete with high street chains.”

Prices will start at about £8 to £22 with retail tickets at £55 for jeans, £40 for knits and £35 for shirts.

Sonneti has about 150 UK accounts and Poulter expects to secure a key multiple, a department store and an etailer for the range as well as broadening its indie base.

Poulter said the brand would aim for a bigger presence with its current stockists as well as securing new accounts. He said: “With the new look, the brand will naturally appeal to a specific age group. Before it was between 16 and 60-year-olds; now it is more for 18 to 35-year-olds.”  

The spring collection, which has a strong preppy personality, includes polos, heavy sweats, fine knits, unstructured 3sb jackets, graphic T-shirts, nylon outerwear, bags, socks, combat trousers and shorts. About 25% of the range is devoted to jeans. Branding is heavy on garments, including printed and embroidered heraldic-style SC51 logos, which also feature the tagline  ‘Sonneti since MCMLXXXI’.

There are 150 SKUs in the spring 10 collection with a similar number planned for autumn. Flash collections will be delivered for high summer and Christmas and there will be an in-season stock service.

Poulter said the brand was committed to offering full PoS support to retailers, including framed imagery and signage.

Readers' comments (1)

  • When a "brand" has to change its name it means it is not a brand anymore - they should look at the reasons the brand does not sell anymore rather than roll out a name change that they have tried and dropped before. Provide retailers with what they want when they want it in quantities they want to buy with fair credit control. Pushy agents and pushier credit controllers kill brands almost as quickly as poor designers and production controllers.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.